The boffins at HCW have done it again. We hear you say "Don't they know the world isn't ready for her?" "How can anything so glamorous be so big?"

The product of a feverish mind and an even more fevered garage....

From the team at Horsley, an idea of its time. It's inspirational, it's stylish, it's sexy, it's ETHEL. She's not a pocket camera....unless you have very big pockets.

So what's ETHEL? So here's the basics

• · Camera type: Moving film 360 degree rotational
• · Film Standard 120 roll film
• · Lens 28 mm f2.8 5 element
• · Negative size 43 mm x 176 mm (360 degree scan)
• · Viewfinder Sight line type (vertical angle only)
• · Vertical coverage 74 degrees
• · 360 degree scan time 4 seconds ( optional 8 seconds)
• · Power source 4 x AA batteries
• · Weight 2.8kg

Heavens to murgatroyd, why Ethel?

Why not? As usual ETHEL is a budget priced exceptional medium format panoramic camera made from lightweight mdf.

Like her Wideboy brothers ETHEL is lo-fi. But, here's the difference, ETHEL is a true 360 degree rotational panoramic - we don't know of any others available on the market today. We think she's unique (as is the lady for whom she's named).

Ethel is the true successor to the wonderfully scarce Cirkut.

Maybe you’ve just spent huge amounts of pounds/dollars/euros on a see-everything, do-everything, digital camera - good on you. We love them. Just as we love our Leica. But... ETHEL can do things no digital can. She can capture movement in 360 degrees. Imagine your next photoshoot, your next landscape, your next portrait in 360 degrees.

For a full specification, download a pdf version of the manual or checkout out the sample scanned negative

Look on, O you mighty empires and be downcast! For Ethel comes, and she... she is a babe!